Marketers should be called “key makers.”. They are always selling the keys to your business success. When looking at what each marketer sells as a whole group, of course, the “keys to success” number somewhere in the hundreds or even thousands. New angles and spins on classic marketing crop up every day. Add different solutions to that for the digital age, and you can see what I mean.
There is a lot to be confused by in advertising: releasing a new Google AdWords campaign with all the appropriate extensions, daily budget limits, network display opportunities and URL paths that can measure conversion; or retargeting Facebook ads with the correct marketing spends; or even capturing names through pop-ups on a website. Never mind simply tracking list serve opens and closes, clicked on links and the dynamic traffic flow or TSO. All of it adds to the difficulty of understanding the options available. Toss in SEO practices, such as domain management, keyword placement, linking structure, conical tagging and other “keys” to better traffic development, and the brew cooked up in any marketer’s cauldron is an intimidating one.